Please "traffic" for a while, "collapse the house" to rumors and run the leg!Star endorsement financial products need to be cautious

14.09.2022

Number of this text: 1648, the reading time is about 3 minutes.

Guide: Star endorsement itself is not wrong, but for bank credit cards, in fact, traffic stars are not suitable, banks should choose carefully.

Author | First Finance Android

Star endorsements need to be cautious! After the Li Yifeng incident, the brands endorsed in the past announced that they would terminate cooperation with him. Even if it was a brand that had previously cooperated, it was not spared, and it was caught in a wave of public opinion, including Minsheng Bank.

As early as 4 years ago, Minsheng Bank launched a joint credit card with Li Yifeng. At that time, with the ingenious entertainment marketing, the card was once enthusiastically sought after.

On September 11, the Minsheng Bank Credit Card Center issued the "Explanation of the Credit Card for Minsheng Peak Enjoyment Credit Card", which once again emphasized that Minsheng Bank Credit Card Center has stopped the issue of "Minsheng Peak Enjoying Credit Card" in 2019 and has been in 2019 in 2019 Relevant announcements were issued on the official website on June 3, 2014.

However, recently, there are screenshots of the Internet. Users who hold a credit card holding Minsheng Bank Li Yifeng can make a customer service phone for 200 yuan, and multiple supplements.

In this regard, the first financial bank's customer service hotline called the customer service of Minsheng Bank. A customer service clearly stated that there was no such announcement, but customers holding the card can replace the card for free.

Stop issued in 2019

According to public information: Minsheng Li Yifeng joint card is also called Minshengfeng to enjoy credit card.

In the 2018 annual report, Minsheng Bank also wrote: During the reporting period, the company's credit card revolves around the "millennial" core target customer base, and continues to strengthen strategic focus on brand positioning, product design, channel selection, scene construction and other aspects. Essence In terms of products, according to the behavioral characteristics and consumption preferences of the millennium customer base, the theme products such as Li Yifeng's theme card, the Chinese style theme card, and the people's livelihood MORE World Card have been launched. Quick payment discounts and other rights.

At that time, Minsheng Bank issued a cumulative card withdrawal of 49.472 million cards, and the number of new issues was 10.8086 million new cards during the reporting period; the transaction value was 2211.625 billion yuan, an increase of 34.18%year -on -year.

On June 3, 2019, the Minsheng Bank Credit Card Center issued the "Announcement on the Expired of the Livelihood Peak Credit Card Cooperation" stating that due to the expiration of cooperation, since June 9, 2019, the "Minshengfeng enjoy credit card" has stopped issuance. Customers who have held the "Minsheng Peak Enjoying Credit Card", if they meet the customer's supplementary card and change card, they will be replaced with the "Minsheng Peak Enjoy Credit Card" with the same brand, the same level, and the same card. In the case of a period of time, Minsheng Bank will replace it with the "Minsheng Standard Credit Card" of the same brand and the same level.

After the Li Yifeng incident, Minsheng Bank issued an announcement again, saying that for customers who hold "Minsheng Peak to enjoy credit card", Minsheng Bank can provide free cards, card changes, and renewal cards for free cards, and renewal. Essence At the same time, the rights they enjoy will remain unchanged.

Star endorsements need to be cautious

In recent years, the credit card business competition of various banks has entered the stage of fierceness. In order to attract more young people to apply for credit cards, banks have closely grasped the characteristics of young people chasing stars and launched star -name cards.

Credit card senior expert Dong Yan said in an interview with First Financial. The first credit card endorsed by celebrities and celebrities in China should be Liu Xiang's theme credit card issued by the Bank of Communications in 2006. The image of Liu Xiang, who has just refreshed the 110 -meter column world record, to the image After a credit card, Liu Xiang became the first celebrity star to endorse credit cards in China. After that, sports superstars have embarked on credit card noodles in various forms.

In addition, the credit cards of many banks have also carried out endorsement cooperation with Internet celebrity traffic stars. "This is also because of the backbone of the market consumption with the generation of the Gen Z generation. Credit cards should also adapt to this change, attracting young customers to seize the dividend of the Internet celebrity economy. "Dong Yan said.

For example, in July, the SPDB Credit Card Center issued a poster on Weibo on Weibo. Jay Chou was spokesperson for his credit card image; the Bank of Communications credit card invited Wang Yibo as his brand global spokesperson; Dili Reba became the Ambassador of Ping An Bank Credit Card Promotion.

"Invite Internet celebrities to endorse credit cards, the emotional consumption of consumers is mobilized, and such consumer groups are also the main force of credit card consumption." Dong Yan said.

However, Dong Yan also pointed out that the credit card invites celebrities and celebrities to endorse. "The theme credit card with a star image was issued soon, and the star exposed negative information, which caused its product to get off. There is no wrong itself, but for bank credit cards, in fact, traffic stars are not suitable, banks should choose carefully. "Dong Yan said.

In fact, in April last year, the China Banking Regulatory Commission had issued the "Reminder on the Risk of Star -endorsement Financial Products", suggesting that financial product information is asymmetric and professional. The spokesperson itself does not distinguish the endorsement product qualifications, does not understand the product of the product, and does not understand the product. Risks may cause the risk of misleading propaganda. Among them, the name is "a certain type of product or overall brand endorsement for the bank insurance institution, such as the star as a bank credit card promotion ambassador or propaganda ambassador".

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